But the new rule will not ban all forms of gender stereotypes, with evidence falling short of calling for a ban on ads depicting scenarios such as a woman cleaning or a man doing DIY tasks.

Under current Advertising Standards Authority rules, ads that include gender stereotypes on grounds of objectification, inappropriate sexualisation and depiction of unhealthily thin body images are banned.

Cap said the aim of the new rule is to identify specific harm that should be prevented rather than banning gender stereotypes outright.

Men would not be exempt from the rule change as ads showing them failing with nappies would be axed (Picture: Getty)

Shahriar Coupal, Cap director, said: ‘Amid wide-ranging views about the portrayal of gender in ads is evidence that certain gender stereotypes have the potential to cause harm or serious offence.

‘That’s why we’re proposing a new rule and guidance to restrict particular gender stereotypes in ads where we believe there’s an evidence-based case to do so.